Premier Foods’ brands McDougall’s and Hovis have introduced a new line-up of wholegrain flours designed to provide healthier choices for home bakers.
The new flour will fill the current gap in the category, giving bakers a simpler and healthier flour alternative, “without compromising on look or taste.”
READ MORE: Premier Foods acquires The Spice Tailor for £43.8m
McDougall’s new 30% wholegrain flour, which will be available in plain and self raising versions, contains almost twice the fibre content than other flour options.
The company says that despite the added health benefits, the new flour bakes just like white flour and can be added to existing recipes without the need to adapt them.
With health products playing a vital role in consumer attitudes currently, brands like Hovis are also trying to offer mass appeal through their Best of Both bread flour, made up of a rich source of fibre and calcium.
Premier Foods has already seen a move to healthier options in other food categories, but identified “a huge opportunity for home baking ingredients that is yet to be unlocked”.
Click here to sign up to Grocery Gazette’s free daily email newsletter
